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This is the first of a two-case series (405-044-1 and 405-045-1). The case examines the introduction of a competence-based management model in a historical phase of radical change of both the context in which the company operates and the organisation of the company itself. The arrival of digital technology has introduced production logics that are different from the past and the sector has become highly competitive as a result of the entry of new, extremely aggressive competitors. Faced with this situation, Canon Italia decided to launch a plan of structural change in 1996; the top management and the personnel department collaborated on the definition of the new strategy, the re-design of the organisation and the creation of a compatible system of human resource development. The top-down competence model was the central element of the change.